Creativity and Human-Centered Design

As machine learning and AI continue their
pattern of growth into virtually every industry, the lines between the human
experience and technology become blurry. So where does data fit into
human-centered design? How can data scientists work with UX professionals,
graphic designers, and content marketers to design an intuitive, responsive
site that incorporates creativity and user-focused elements to deliver what
customers really want?

Site design is an intrinsic part of the user experience, and its importance should not be overlooked in favor of technological advances. Rather, site design and machine learning technology should be seamlessly integrated in order to harness and convert as many potential leads as possible. Within the user experience, there exists a large potential for ambiguity, and data scientists must be able to find viable solutions despite the often-unpredictable nature of human users. Sometimes, the solution is to merge creativity with predictive analysis.

Creating the User Experience

Human-centered design often falls to the
wayside in lieu of factors such as product performance and financial gain, but
there’s no reason they all can’t work together. In fact, a product designed
with user experience in mind can help retain customers over the long haul.

According to Praxent, “The user’s experience is the most important experience. It has the most far-reaching effects on the financial success of all product stakeholders.” Therefore, no matter the product or service offered, user experience is integral to a company’s bottom line. To achieve a great user experience, companies must overcome the notion that design, development, and data science are separate entities.

Predicting and Reducing User Churn

Ensuring a user experience that keeps customers coming back requires a multi-faceted approach and constant stream of data collection. In recent years, many companies have built scalable predictive machine learning models that provide valuable insight to user behavior and impact user retention overall, ultimately reducing churn.

User churn rates are an important predictive
tool for determining overall user experience. If churn rates are high, it is a
glaring indication that something is missing from the user experience. A site
should be responsive to different user platforms, especially mobile devices,
and thoughtfully designed for ease of use. If customers are frustrated with the
user experience of a site, they may look elsewhere for the desired product or
service.

A serene visual environment is paramount to the user experience, especially among users with a predisposition to seizures, anxiety, and even migraines. While this subset of users is small and their symptoms may be psychosomatic in nature, no group of potential customers should be overlooked. Further, this user subset tends to be introverted and may shop online more often than individuals without these conditions; thus, they may exhibit higher rates of brand loyalty.

The Role of AI in Customer Retention

AI has changed the way customers interact with a site, and every innovative site design scheme should use the technology to help fuel user experience. Today, AI and machine learning models can interpret user data at the speed of light, allowing for a more personalized experience. Chatbots can answer user questions in real-time, and product suggestions and marketing messages can be tailored to individual users.

A personalized experience keeps users engaged, increasing retention. Mobile apps are especially important when it comes to engagement, and can ensure that a particular brand becomes part of a user’s everyday life. By creating apps with an eye-catching design, friendly interface, and rewards for continued loyalty, companies can improve interaction with customers and keep them coming back.

As AI technology puts user data at a company’s fingertips, it’s easier than ever to harness that data and use it in any site design scheme. However, it’s imperative that companies don’t ignore the importance of user experience when it comes to designing a site. The integration of human-centered design and data science virtually ensures customer retention and steady profits in today’s competitive landscape.

About the Author

Magnolia Potter is a muggle from the Pacific Northwest who writes
from time to time. She covers a variety of topics and prefers not to
settle on just one. When Magnolia’s not writing, you can find her in the
outdoors or curled up with a good book and a mug of butterbeer. She is
still waiting for her Hogwarts acceptance letter. You can chat with her
on Twitter @MuggleMagnolia.

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